A REPORT ON

Digital Marketing Internship

At
Omninos Solutions
SUBMITTED IN PARTIAL FULFILLMENT FOR AWARD DEGREE OF

BACHELOR OF ENGINEERING

IN

..............................(Electronics and Communication).....................

BY

Simranjit Kaur

(SG-15546)

DEPARTMENT OF ENGINEERING

UIET, PANJAB UNIVERSITY SSG REGIONAL CENTRE,

HOSHIARPUR-146021, Punjab (INDIA)

i
 CERTIFICATE

Certified that the training report entitled “Digital Marketing Internship At Omninos Solutions
” submitted by Simranjit Kaur (SG-15546), student of Electronics and Communication
Engineering, UIET, Panjab University Swami Sarvanand Giri Regional Centre, Hoshiarpur,
in the partial fulfillment of the requirement for the award of Bachelor of Engineering
(Electronics and Communication) Degree of Panjab University, Chandigarh is a record of
student’s own study carried under my supervision & guidance.

This report has not been submitted to any other university or institution for the award of any
degree.

Name & Signature of Training Supervisor

Designation

ii
 DECLARATION

The work embodied in the training report entitled, “Digital Marketing Internship At
Omninos Solutions” submitted to the department of Electronics and Communication
Engineering at UIET, Panjab University Swami Sarvanand Giri Regional Centre, Hoshiarpur
for the award of degree of Bachelor of Engineering, has been done by me. The training report
is entirely based on my own work and not submitted elsewhere for the award of any other
degree. All ideas and references have been duly acknowledged.

Name and Signature of student

Countersigned by:

(Supervisor)

iii
Acknowledgement
The internship opportunity I had with Omninos Solutions was a great chance for learning and
professional development. I take this opportunity to acknowledge the efforts of the many
individuals who helped me completing this internship. At first, thanks to The Almighty who
granted me to complete this project. I want to express my heartfelt gratitude to my academic
instructor Professor sir for giving me the opportunity to do my internship project. The
supervision and support that he gave truly helped the progression and smoothness of this
program. I would like to thank Ms.Swati Sharma for her guidance throughout the internship.
The co‐operation is much indeed appreciated.
Finally, I would like to thank my family, and friends for their constant encouragement
without
which this assignment would not be possible.

iv
Abstract
The purpose of the internship program at the end of B.Tech program is to familiarize the
students with the corporate world and give them a real world corporate
experience. With that aim in mind I started my internship in Omninos Solutions where I work
but with a new department on the 11 of January, 2019. I was assigned digital marketing team.
The internship report helps the student to document their first corporate experience and turn
they get to contribute to the field of business through it. Thus I have written my report on a
topic that will be helpful to the corporate field in understanding the implications and
benefits of digital marketing .

In this report I have worked with Omninos Solutions, explained the purpose, process and
illustrated the benefits, and roles of digital marketing in an company.
In the 1st chapter I have provided all the necessary introduction before moving on to the main
topic of the report. The objective scopes and the limitations are described here. I have tried to
set a realistic and effective objectives for the report and tried my best to overcome all the
limitations and tried to construct a fruitful report.

In the 2nd chapter I have provided an overview of Omninos Solutions. Here I have introduced
the
organization and talked about its history and how it came into being.

In the 3rd chapter I have written a literature review of the overall digital marketing industry.

In the 4th chapter I have discussed about the roles and responsibilities that I have upheld
during
my internship period. I have carried out a wide variety of different responsibilities relating to
digital marketing departments. I have also explained the uses of digital marketing tools and
how
they are used for Omninos Solutions.

In chapter 5 I have written about the involvement and importance of digital marketing in

v
industry.

In the 6th chapter, I have provided some recommendation regarding improvement of the
website
and marketing strategy.

At the end of the report I have expressed my feeling about the whole internship program and
the
report in the 7th chapter. I have talked about how my internship has helped me gain
knowledge
that will help me further into my career as a business professional. There may be some
mistakes
in the report for which I apologize in advance. I have tried my level best to create a fruitful
report
that may be used as a future reference to similar projects.

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Table of Contents
S.NO. Title Page
No.
1 Certificate ii
2 Declaration iii
3 Acknowledgement iv
4 Abstract v
5 List of figures x
Chapter 1 Introduction 1
1.1 Introduction 2
1.2 Selection of Topic 2
1.3 Scope of report 3
1.4 Rationale of the study 3
1.5 Methodology 4
1.6 Limitations 5
Chapter 2 Company Overview 6
2.1 Company Overview 6
2.2 The journey of infosif.com 6
Chapter 3 Literature Overview 7
3.1 Digital Marketing 7
3.2 Social Media Marketing 7
3.2.1 Facebook Marketing

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3.2.2 Instagram Maketing
3.3 Web Analytics 11
3.4 Google Analytics 12
3.5 E-mail Marketing 14
3.6 Google Adwords 15
3.7 Search Engine Optimization 16
3.8 Quora Campaign 16
3.9 Youtube Marketing 18
Chapter 4 Responsibilities assigned during internship 19
4.1 Roles and responsibilities 19
4.2 SEO 20
4.2.1 Keyword Research
4.2.2 Long tail keywords
4.2.3 Keyword planner
4.2.4 Keyword difficulty
4.2.5 Keyword Ranking
4.3 Link Building 22
4.3.1 Manual Outreach Link Building
4.3.2 Self created links
4.3.3 Competitors Backlink
4.3.4 Potential Referral Traffic
4.4 Facebook Posting 24
4.5 Social media management 25
4.6 Ad Words 25
4.7 E-mail marketing 25
4.8 Implementation of Google Analytics 26
Chapter 5 Implication of Digital Marketing 28
5.1 The effect of digital marketing 28
5.2 Effects on company 28
5.3 Marketing on social media 29
5.4 Cost effectiveness 29

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Chapter 6 Recommendation 31
Chapter 7 Conclusion 32
7 Reference 33

ix
List of figures
Figure no. Title Page
no.
3.1 Facebook Page of Infosif 8
3.2 Facebook Posting 10
3.3 Instagram Posting 11
3.4 Instagram page of Infosif 11
3.5 Google Analytics 14
3.6 Mail chimp 15
3.7 Google Adwords 16
3.8 Quora Campaign 17
3.9 Youtube Marketing 18
4.1 Keyword Ranking 22
4.2 Keyword Ranking 22
4.3 Backlinking 23
4.4 Reffering Pages 24

x
Chapter: 01
Introduction
1.1 Introduction
This internship report has been prepared as a requirement for the completion of the Bachelor
of Engineering
(B.Tech) of UIET, PANJAB UNIVERSITY SSC REGIONAL CENTRE,HOSHIARPUR
I started my internship program at my workplace, Omninos Solutions under content
and Digital Marketing department. My organizational line manager was Ms. Swati Sharma
SR. Digital Marketing Executive,Omninos Solutions. Given a choice one was
allowed to choose the field in which I was interested. As my interest and curiosity was in
online
or digital marketing, I choose to work with a startup company where I work. Omninos
solutions is a 3 years old global based e‐commerce company, the industry which has effected
radical changes in the market. I chose digital marketing because it is a blooming method, the
growth of digital marketing is tremendous and expected to grow more. Every industry is
affected by the advances of digital marketing, especially e‐commerce sector. Digital
marketing is one of the most popular and effective marketing method in this techno savvy
world in terms of cost and customer engagement. Due to internship, I have learned many
aspects of digital marketing
including business development process, content writing, and social media management.
Working in Omninos solutions is proving to be a challenging and exciting experience for me
as I am getting to work in an organization that has just recently started its journey. I feel like
I have a
larger scope of contributing and learning here, compared to other already established
organizations.
During the period of my internship, not only have I got to learn a lot of new things that will
help
me perform efficiently in the corporate world in the future, I also got to know many people
and
made a lot of new contacts that might greatly help me in the future. Communicating with
people

1
in social media and managing them is another great quality that I have earned during my
internship in Omninos solutions. My responsibility taught me how to take leadership, manage
and make real time decisions in case of urgent situations.
Working in the Digital Marketing department, there is not much opportunity to construct a
research based and quantitative report. Therefor my report is basically theory based and
qualitative. Nevertheless I have put my best effort in creating a constructive report that might
serve both my academic purposes and help the organization as well.

I was assigned to create content, communicate with potential clients, lead generation and to
come up with innovating promotional activities revolving around the products and services
all of
which required me to know these products and services inside out. The whole Digital
Marketing
team of Omninos solutions has been tremendously helpful in providing me information and
insights in this regard from their experience which has proven to be instrumental in
constructing this report.

1.2 Selection of the Topic

My organizational supervisor has helped me come up with the topic of the study. My
department
has been Content & Digital Marketing and I am working under my supervisor on the selected
topic. I believe that this report will be worthwhile and contribute to the study of business.

1.3 Objectives of the Internship

Broad Objective: The Primary objective of this report is to understand the roles, implication
and impacts of digital
marketing.

2
Specific Objectives:
Some of the more specific objectives of the internship and the report are listed as follows. I
have
tried best to fulfill these objectives during my internship period.
To get a better understanding of Digital Marketing and its impact on e‐commerce industry
Relating my academic knowledge to the real world corporate scenario
Acquire knowledge and learning by participating actively in a corporate environment
To find out how digital marketing is helping conventional marketing process.
To evaluate the purpose, methods, elements, and effectiveness of Digital Marketing

Contribute to the organization’s growth

1.4 Scope of the Report

The specific scope of the report is to understand the different concepts of digital marketing,
but
while implementing it might differ from situation to situation. This study helps me to get the
reality check of a market where actual comparison between the classroom knowledge and the
real situation can be done. By just learning theory and facing actual situations it concepts and
practices might vary. This study helps to understand and know how to deal with different
kinds
of customers and how to make an impressive online campaigns. This report will also try to
illustrate how digital marketing is the most important and effective marketing method for
ecommerce industry from the context of Omninos Solutions.

1.5 Rationale of the Study

Omninos Solutions, although a new standalone entity, has been in the IT solution provider
industry for a long time .
Working in such an organization operating in such a blooming industry enables me to get a
handsom experience in observing an organization’s growth. It also allows me contribute a
fresh

3
perspective as well as assist in growth activities right at the conceptualization stage. The
learning
experience I have got is the true essence of what the internship program was designed to do.
Therefore preparing a report on this matter helps me to document my progress as well as
keep
a record of these valuable learnings. This study will explain how and why digital marketing
is
important .
My report is mainly focused towards understanding the application of Digital Marketing but
in the broader sense it will be representing how different products require different kinds of
media in Digital Marketing. Therefore I believe that this report will be a worthwhile
endeavor and will be able to contribute to the study of business administration.

1.6 Methodology
This report has been prepared on the basis of the experience and knowledge acquired during
the
period of my internship. To prepare this report I have used both primary and secondary data.

Primary Data:
In preparation of the report, no structured questionnaire was used. Data pertaining to digital
marketing process and most of the information is collected from my project guide of the
company and other team members and fist hand observation.
Secondary Data:
In the report I have used secondary data on a large scale. Information regarding
organizational
structure and corporate culture were collected from company. For this study data is collected
from secondary resources such as websites, books and previous studies.

4
1.7 Limitations
Lack of in‐depth knowledge regarding the real world corporate activities was one of the
biggest
limitations. Yet my organizational supervisors have been kind enough to walk me through all
the
process and familiarize me with the organization and its culture. Some of the major
limitations
are as listed:
Time: Time has been a major limitation for this report. I had to be busy with my assigned
work and official activities and due to a comparatively shorter submission deadline I
believe that I did not have enough time to gather more knowledge before writing this report.
Confidentiality of Sensitive Information: Due to many of the information regarding the
organizational structure and the product itself were confidential and sensitive, there
might my some information gap left in the report at some places.
The Human Factor: Since many of the information presented in this report are based on
interviews with the official personnel of Omninos Solutions, we have to consider the human
factor. Some of the opinions and information presented in this report may not be
completely accurate and impartial.
At times my supervisor finds it hard to give me enough time to guide me to write this report
due
to meetings with clients and other official commitments, understandably. The time frame is
also
short to completely understand the inner workings of an organization and develop a research
based quantitative report.

5
Chapter: 02 Company Overview

2.1 Company Overview:

Infosif Solutions is the franchise of Omninos Solutions and it is one of the top names when
it comes to best 6 months industrial training in Mohali Chandigarh. Infosif is also well
known for IT Development Training in Chandigarh and Mohali area . In its few years of
existence the company has achieve unparallel success in the field due to its rather
unconventional methods. Infosif is the best Industrial Training Institute offers certification
oriented Training in Mohali.

2.2 The Journey of Infosif.com

Infosif is one of the leading IT Development Training Companies in Chandigarh or Mohali

area. The three year old company is the brain child of three immensely talented individuals
who work seamlessly day and night to change the lives of the students in Northern India.

Like any other company in existence they too started small and offered IT services to various
organizations like Schools, Colleges, Hospitals and a plethora of other small businesses.
However, that was before they realized the struggle a student goes through to land a job right
after his education. Since then they have been actively involved in revolutionizing the
scenario by offering the students the required skill set to land them a well paying job

6
Chapter: 03
Literature Overview

3.1 Digital Marketing:

Digital marketing is the promotion of products or brands via one or more forms of electronic
media such as search engines, websites, social media, email, and mobile apps, differs from
traditional marketing in that it uses channels and methods that enable an organization to
analyze
marketing campaigns and understand what is working and what isn’t – typically in real time.
According to Wikipedia, Digital Marketing is an umbrella term for the targeted, measurable,
and
interactive marketing of products or services using digital technologies to reach and convert
leads into customers and retain them. The key objective is to promote brands, build
preference and increase sales through various digital marketing techniques. It is embodied by
an extensive
selection of service, product and brand marketing tactics, which mainly use the Internet as a
core
promotional medium, in addition to mobile and traditional TV and radio.

3.2 Social Media Marketing:

Social media marketing and vertical search inclusion are mainstream methods for conducting
search engine optimization. The search engines have refined their algorithms along with this
evolution..
Social media refers to the means of interactions among people in which they create, share,
and
exchange information and ideas in virtual communities and networks. And Social Media
Marketing is the process of gaining website traffic or customer attention through social
media
sites like Facebook, Pinterest, Instagram, Youtube etc. in order to achieve marketing or
branding
goal.

7
3.2.1Facebook Marketing:
Facebook marketing is the process of engaging, involving and retaining customers through
advertisements and attractive contents. Facebook is a powerful marketing tool and this is the
most used social networking site where you can find customers of all ages and tastes. It's a
great
space to keep customers informed, develop brand identity, and broaden your reach.
There are some terms that are highly used when doing task of Facebook marketing.

Fig 3.1 Facebook page of infosif solutions

Advertising Objectives:
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Facebook offers many advertising objectives to help you reach your business goals. Your
advertising objective is what you want people to do when they see your ads. For example, if
you
want to show your website to people interested in your business, you can create ads that
encourage people to visit your website. When you create an ad, you first choose your
objective.
The objective you choose aligns with your overall business goals:
Awareness: Objectives that generate interest in your product or service.
Consideration: Objectives that get people to start thinking about your business and look for

more information about it.

Conversions: Objectives that encourage people interested in your business to purchase or
use
your product or service.
Page views:
Page views are the number of times a Page's profile has been viewed by people, including
people
who are logged into Facebook and those who aren't.
Reach:
This is the number of people who saw any of your Page posts. Reach can be broken down
into
people who saw your posts with or without advertising (paid or organic posts).

Impressions:
It measure how often your ads were on screen for your target audience. An impression is
counted
as the number of times an instance of an ad is on screen for the first time. (Example: If an ad
is on screen
and someone scrolls down, and then scrolls back up to the same ad, that counts as 1
impression. If an ad

9
is on screen for someone 2 different times in a day that counts as 2 impressions.) Since
impressions are
counted the same way for ads that contain either images or video, a video is not required to
start playing
for the impression to be counted.

Fig 3.2 A Facebook post

3.2.2Instagram Marketing:

It is similar to facebook marketing, in this we reach our target audience by the use of
hashtags, so that if someone is searching for similar hashtag on instagram they can find us
easily.

10
 Fig 3.3 Instagram Post

The following is the screenshot of homepage of instagram of Infosif Solutions.

Fig 3.4 Instagram page

3.3 Web Analytics:

The other major task was to implement Google Analytics so that the consumer behavior on
the
website may be studied in detail. Using this data, proposals were to be made to improve

11
conversion rates as well as bring down bounce rate. In this discussion, Conversion rate is
the
percentage of web visitors to the site who initiate and complete a purchase. Bounce rate is
the
percentage of web visitors who leave the website at the landing page without browsing
through
any other pages. These two terms are KPIs (Key Performance Indicators) for any
e‐commerce
business and represent the efficiency of the marketing campaigns employed. A digital
marketing
campaign may result in a large number of visitors to the page; however without steady
conversions and limited bounces, these may not provide any economic value to the company.

3.4 Google Analytics:

Google Analytics provide free digital analytics for any firm with a web presence and is free
of
cost. This combination makes it the most popular solutions for web analytics currently under
use.
The following represents a summary for quick reference about Google Analytics.
Actionable Insights:
An actionable insight is a piece of information that enables an individual to make
well‐informed
decisions. Google Analytics provides a plethora of actionable insights
Support quality:
Though Google does not provide direct support; extensive trouble‐shooting guides and
support
are available online through several forums, including their official product forums site.
UI and Accessibility:
The tool is easy to use, and the dashboard quality is also quite high.

Implementation:

12
The basic implementation is quite easy, as it just involves adding a line of code in to the
page. For advanced implementation such as sub domain, cross domain tracking, e‐commerce
tracking,
event tracking, custom variables, virtual page views and filters, requires specialized
professionals.

Pricing:
Google Analytics is free up to 10 million hits per month.

Acquisition:
Acquisition data is information on how people land up on our site and how they engage with
our
pages. We directly get the information on the breakup of different sources of traffic. Further,
we
can see the engagement data for each segment of users.

Behavior:
With this segment in Google Analytics we came to know about the number of users who are
returning to our sites and who are new visitors to our sites.

Mobiles/Desktop/Tablets Overview:
By this, we can recognize that how many users are visiting infosif.com via mobile or desktop
or tablet.

Audience:
On the basis of age and gender, we can examine that which age group and gender are
interested
in visiting infosif.com

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 Fig 3.5 Google Analytics

3.5 E‐mail Marketing:

According to Wikipedia, Email marketing is the act of sending a commercial message,

typically to a group of people, using email. Email marketing isn't something marketers do
just because they can and it's easy. The tactic is very effective at helping business owners and
consumers stay
connected. In fact, consumers often seek out email marketing campaigns from their favorite

14
brands and local stores.

Fig 3.6 Mailchimp

3.6 Google AdWords:

It is an online advertising service developed by Google, where advertisers pay to display
brief advertising copy, product listings, and video content within the Google ad network to
web users.
21

15
 Fig 3.7Google Adwords

3.7 Search Engine Optimization:

Search engine optimization (SEO) is the practice of increasing the quantity and quality of
traffic
to your website through organic search engine results. It mainly depends on meta keywords
tagging. Meta keywords are the words with which audience search for something. A website
requires meta description, meta keywords, meta titles for effective search engine
optimization.

3.8 Quora Campaign:

Quora is website focused around question and answer style topic discussions. According to

16
website Quora is a place to share knowledge and better understand the world. Similar to
most campaign in this the objective is to reach the target audience and answering the

relevant queries
Fig 3.8 Quora campaign

17
3.9Youtube Marketing
ACCORDING TO A WEBSITE YouTube is one of the biggest websites around – to be more
specific, it’s currently the second most popular website in the world. And even though most
people don’t think of YouTube primarily as a search engine, that’s exactly what most visitors
do on the site. YouTube’s not just the second most popular website; it’s also the second most
popular search engine – topped only by Google. This means that the platform presents a huge
potential for reach for the business.
Another big reason why YouTube is such an attractive option for marketing purposes is that
it’s all about video – and video marketing is all the rage right now. Video has consistently
proven itself as one of the best-performing forms of content in terms of engagement. These
videos would be great for our other social profiles, our email marketing campaigns, our
website.

Fig3.9 Youtube Marketing

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CHAPTER: 04
Responsibilities Assigned During
Internship
4.1 Roles & Responsibilities
I am working as a digital executive in Omninos Solutions for there franchise infosif
solutions. During my internship program, I have been fortunate enough to work in there
departments and assist in a wide variety of activities of these departments. I did my regular
departmental dutie in the digital marketing department of Infosif solution. During these
months I have learned and participated in a wide variety of diverse activities and learned
from very talented and experienced persons in their respective fields.
Tasks & Activities Assigned to me in the Marketing Department
In digital marketing department, I have been working under Ms.Swati Sharma, an
experienced veteran in the marketing sector who worked in an array of different companies
in
different industries . She works as the Sr. digital
executive and was my direct supervisor. During my time working under her I was
assigned various tasks relating to marketing. Some of the tasks assigned to me are listed
below:
Maintain contact with customers in social media
Managing social media campaigns
Create contents for e‐mail marketing
Assist in designing and write copies for the website banners
Attend creative meetings and participate in brainstorming
Create content for Infosif solutions Facebook page
Conduct digital marketing
Digital marketing is a combination of many online marketing tools. These are SEO, social
media marketing and management, PPC, content marketing, e‐mail marketing, AdWords, etc.

The works I have done among these are described in the following:

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4.2 SEO
The ultimate goal of SEO is to attract visitors to our website when they search for products,
services, or information related in a search engine. SEO can almost be viewed as a set of best
practices for good digital marketing. We are working to enforce the need for a
well‐constructed
and easy‐to‐use website including valuable and engaging content.

4.2.1 Keyword Research

It all begins with words typed into a search box.According to a site : Keyword research is one
of the most important, valuable, and high return activities in the search marketing field.
Ranking for the right keywords can make or break your website. By researching your
market's keyword demand, you can not only learn which terms and phrases to target with
SEO, but also learn more about your customers as a whole.
It's not always about getting visitors to your site, but about getting the right kind of visitors.
The usefulness of this intelligence cannot be overstated; with keyword research you can
predict shifts in demand, respond to changing market conditions, and produce the products,
services, and content that web searchers are actively seeking. In the history of marketing,
there has never been such a low barrier to entry in understanding the motivations of
consumers in virtually any niche.

4.2.2Long Tail Keyword

It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a
day, but in reality, these popular search terms actually make up less than 30% of the searches
performed on the web.
The remaining 70% lie in what's called the "long tail" of search. The long tail contains
hundreds of millions of unique searches that might be conducted a few times in any given
day, but, when taken together, comprise the majority of the world's search volume also long
tail keywords often convert better, because they catch people later in the buying/conversion
cycle.

20
4.2.3Keyword Planner
Google's AdWords Keyword Planner tool is a common starting point for SEO keyword
research. It not only suggests keywords and provides estimated search volume, but also
predicts the cost
of running paid campaigns for these terms.
To determine volume for a particular keyword, it is set the Match Type to [Exact]
and look under Local Monthly Searches, these represent total searches. Depending ranking
and clickthrough rate, the actual number of visitors these keywords will usually be much
lower.
Other sources for keyword information exist, as do tools with more
advanced data.

4.2.4Keyword Difficulty
In order to know which keywords to target, it's essential to not only understand the demand
for a given term or phrase, but also the work required to achieve high rankings This is why
it's essential to understand keyword difficulty.
Different tools around the web help provide this information.Keyword Analysis Tool does a
good job collecting all of these metrics and providing a comparative score for any given
search term or phrase

4.2.5Keyword ranking
Another important as aspect of search process. They are the building block of the search.
Infact the entire science of information retrieval is based on keywords. Search engines
measure how keywords are used on pages to help determine the relevance of a particular
document to a query. One way to optimize a page ranking is to ensure that the keywords you
want to rank are that which people are searching for when they want what your site provides.
Infosif Solutions is for training then the following were the keywords ranked during the
tenure of 3 months

21
 Fig 4.1 Keyword Ranking

Fig 4.2 Keyword Ranking

4.3 Link Building

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 Fig 4.3 Backlinking
Link building is an art. It's was the most challenging part of the job, but also
the one most critical to success. Link building requires creativity, hustle.
As with any marketing activity, the first step in any link building campaign is the creation of
goals and strategies. Link building is one of the most difficult activities to
measure. Although the engines internally weigh each link with precise, mathematical metrics,
it's impossible for those on the outside to access this information.

4.3.1Manual "Outreach" Link Building

These links were created by submitting sites to directories, or paying for listings
of any kind. Examples include filling out forms for submissions to a website.

4.3.2Self-Created, Non-Editorial
Hundreds of thousands of websites offer visitor the opportunity to create links through guest
book signings, forum signatures, blog comments, or user profiles. These links offer the
lowest value, but can, in the aggregate, still have an impact for our sites.

4.3.3Competitor's Backlinks

23
Fig 4.4 Referring Pages
By examining the backlinks (inbound links) of a website that already ranks well for our
targeted keyword phrase, we gain valuable intelligence about the links that help us achieve
this
ranking. Using tools like Open Site Explorer, we discovered these links.

4.3.4Potential Referral Traffic

Link building was never be solely about search engines. Links that send high amounts of
direct click-through traffic not only tend to provide better search engine value for rankings,
but also send targeted, valuable visitors to our site (the basic goal of all Internet marketing).
This is something we estimated based on the numbers of visits or page views according to
site analytics.

4.4 Facebook Posting

For Facebook posting for an e‐commerce site, firstly I need to understand and study the
products
well accordingly so that I can plan a SMM plan which gives an idea what can be posted on a
page
to get a maximum engagement. Before making a plan I did a proper research of the related

24
sectors Facebook pages of other companies in order to know what others are doing, which
posts
create the more curiosity, engagement, accordingly I framed my weekly plan. While keeping
in
mind the theme of the page and creativity. It is because during my research I came to know
people respond more to either for interactive post or for creativity or innovative idea.

4.5 Social Media Management

Another responsibility of mine was to manage the customers in social media. Basically
Facebook
based customer queries handling was my duty. Fulfilling this duty, I learned vastly about
customer management. The interaction to the customers is very important for marketing and
retaining customers. And when it is online, it has been a little bit difficult. When customers
complaints. For e‐commerce business, customer service is the most important thing for
business growth and to build assured customer group. Social
media plays a vital role in that regard. Besides, customers lead generation has been another
responsibility if mine.

4.6AdWords
Here is the process of posting ads on AdWords. At first we need to create a campaign. Step 1
to
4 will be applicable every time.
Step 1: Create campaign: Log into AdWords and go to Campaigns and create a new
campaign.
Step 2: Select which type of ad to start. For this purpose, I used Google Display Network
Step 3: Select what is the objective of my campaign. Here I used “Website traffic” to drive
audience to my website

Step 4: Give the URL of the website where we want to drive our traffic. Then click Continue

4.7 E‐mail Marketing:

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Mass mailing is done on a daily basis from Infosif Solutions. Followings are the steps of an
effective email for marketing:
1. Create an e‐mail list
2. Select the purpose i. e. newsletter, offers, discounts, or announcement. From Infosif
Solutions, I prepared e‐mails for marketing offers.
3. I have to select a service provider for e‐mail marketing. There are both paid and free
service providers. Paid are risk free and usually send the mail to the inbox instead of in
the spam. However we should check e‐mails before sending it to the target customers.
4. Every time I need to write an attractive subject line for e‐mails that persuade the
customers to open the mail and the content and image should catchy, relevant and rich.
5. Before giving the website products links, I had to create an effective landing page for
those relevant products.

4.8 Implementation of Google Analytics

Implementation of Google Analytics in the company’s website page was performed. It
involved
adding a tracking code to every page in the website. To make this integration smoother, some
open source plug‐ins was employed.

Frame‐work for analysis

E‐commerce analytics comprises of three kinds of data.
1. Acquisition data‐ Information related to obtaining web traffic.
2. Engagement data‐ Information related to how customers engage or interact with the
website
3. Conversion data‐ Information pertaining to how the business is performing financially.
The data for these three were obtained from Google Analytics. However, due to privacy
concerns,
the conversion data is not included in this report.
Digital marketing work is all about a team work and it always try to give best out of all. Time
management is the big management lesson I have learnt as and also learnt how to do a formal

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communication, the way how to communicate with each level of management to get work
done.

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Chapter: 05
Implications of Digital Marketing

5.1 The effectiveness of Digital Marketing

This is a world of technology. And internet is the most used innovation of it. It has changes
the
customers’ usual purchasing behavior. So, Inter is not only about e‐commerce, websites or
technology. It is about changed behavior of modern tech savvy consumers. First, we make
the
world digital, then digitalization changed us. In business, especially e—commerce business it
is
noticed the most. With the upcoming technology the digital media also brings up its own
advancement in the field of advertisement. Digital marketing is becoming a new form to
promote
your brand in the digital world.
The effectiveness of Digital Marketing is dependent on a lot of factors. From brand
communication to sales growth, all of the other factors through which we tend to scale
traditional
forms of marketing can be used to trace back to digital marketing as well. In order to
properly
evaluate the full impact of digital marketing on e‐commerce business, we need to explain
how
digital marketing works, what are the scopes and who are industry references when it comes
to
Digital Marketing.

5.2 Effects on Company

Digital marketing is the key to success of an company in terms of brand awareness,
consumer behavior and building strategies. In the e‐commerce business, visual impression is
the first impression. The text contents offer the minimum appeal and consumers generally
want to avoid the hassle of reading just text. Whether it comes to showcasing a product or to

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campaigning, it is always about visual merchandizing. Infosif Solution ties to maintain that
standard to attract their customers. Although the image quality of the website can be better.
With the help of analytics, marketers can measure the effectiveness of their digital
campaigns.

5.3 Marketing on Social Media

In the platform of digital marketing, social media, especially Facebook is mostly affected and
used for. Moreover, internet data packages are becoming cheaper every day. Consumers’
curiosity on Facebook to post and see what their friends post and share. Digital marketers
take this advantage
of Facebooking and promote their products.
12 million users on Facebook from India search for the business, restaurant or brand to
have a quick overview to know more. Because social media is a conversational platform,
consumers can also read comments and see what others are saying. Website is a one‐way
street.
So e‐commerce companies tend to invest in the Facebook page and engagement as also try
out
other social media assets like Twitter, Instagram too.Infosif Solution also concentrates more
on
social media marketing. Conversations in real‐time can take place on Facebook real quick
which
is an opportunity for e‐commerce brands to quickly address consumers’ needs cheaper and
faster
than before.
Moreover, the latest updates of the competitors’ market and business insights are also
real‐time
in digital marketing.

5.4 Cost Effectiveness

The cost of putting out a digital marketing campaign is comparatively way less than a
traditional

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marketing campaign. For example, a Facebook business page can be boosted for as little as 5
US
Dollars. This means Digital Marketing allows business to reach 1000 people at a cost that
would
have taken traditional marketing as high as 17 times the original price held for digital
campaigns.
The small and medium enterprises usually do not have a heavy marketing budget at their
disposal, but the beauty of digital marketing is that it plays on a level field and gives
everyone an
equal chance of competing. If the contents of small businesses are creative enough, it can
easily
take on the likes of big companies in terms of making the message across. The menu cost,
search
cost and transaction cost are very low in e‐commerce business in terms of both selling and
buying
products.
As accommodating an internet connection is now cheaper than ever, both provider and
customer
can now easily get access to fast internet. Such easy access has allowed the mass population
to
avail other forms of media that are as fascinating as social media. For example, the growth of
YouTube users and also a huge number of YouTubers have taken digital advertising to new
lengths as now Pre‐roll ads, ads in between etc are seen whenever a video is being played on
this
platform.

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Chapter: 06
Recommendation
After working in the digital marketing field in and observing this, I have come up
with the following recommendations.
More Investment on Digital Marketing – In order for the industry to have more growth,
Infosif Solutions needs to put in more money in this sector so that agency ideas are not
hampered due to
budget restrictions. It is often seen that creative idea on digital platforms are put
on hold due to lack of budget.
Mobile User Friendly Website Interface – Infosif Solution needs to improve their website
for the
mobile users, so that who those are mostly use their smartphones than desktop or laptop, can
order their necessary products whenever they want. Customer satisfaction is the ultimate key
for any business growth.
Digital presence on all platforms – In today’s world, it is true that an effective Facebook
page is very important to create a digital presence. But Facebook is not the only digital
platform out
there. Website content, YouTube channels, Twitter and Instagram etc are all needed to make
an overall impression on the consumer’s mind. Basically it’s a consumer driven industry, the
industry moves where the consumers moves.
Showcasing More Products ‐ Since a wider product portfolio shall attract a bigger
percentages
of customers, Infosif Solution should work on increasing and showcasing wider range of
products.

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Chapter: 07
Conclusion
By completing this report I have learned a lot that will help enrich my knowledge and
experience.
Before starting my internship I was very anxious and nervous about the new department to
work
with and how I was going to fit into it. But I was glad to be able to join a team that has
ingrained
positivity and friendliness. Each and every one that I have worked with in Omninos Solution
has helped me fit into the corporate environment so well that I have started feeling a certain
loyalty to this organization.
Overall experience that I have got from this internship program would be an unforgettable
experience and this would be working as a direction to my future career.
In this report I mainly discussed the rising trends of business as well as the impact
of Digital marketing in this essential industries .
Moreover, some of the recent trend in digital marketing is included as well.
In today’s modern age of technology and innovation, people are almost always occupied with
something or the other to do. No longer do people only sit in front of the television after a
day’s
of hard work. As people are always on the move, smartphones have now become the media
to
witness all the day’s happening activities as content include podcasts, news and YouTube
views
etc. Such new drastic changes in the way people view content is a testament to the impact
Digital Marketing Industry .
To conclude, my internship helped me to develop essential skills and build the confidence I
needed by performing tasks in the company. I believe that I still have a lot to learn from them

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and a lot more to contribute.

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References:
1. Ms Swati Sharma, Sr. Digital Marketing Executive, Omninos Solution
2. Digital Marketing | https://www.sas.com/en_us/insights/marketing/digital‐marketing.html
3. Consumer Behavior: The Psychology of Marketing ‐ Lars Perner, Ph.D. Assistant
Professor
of Clinical Marketing, Department of Marketing, Marshall School of Business, University of
Southern California
4. Facebook Business ‐ https://www.facebook.com/business/learn/
5. Facebook for Developers ‐ Overview of Facebook Analytics
6. What is SEO? | Moz | moz.com
7. About Omninos Solution | www.iappomninos.com
8. About Infosif Solution | www.infosif.com

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